Visa Masters of Movement

Client: Visa

With all eyes on Qatar for the first FIFA World Cup in the Middle East, Visa wanted to use their sponsorship of the tournament to demonstrate that the brand is much more than just a credit card. Our brief was to create an innovative, accessible experience for the FIFA Fan Festival in Doha that enabled participation for all.

The Visa network enables the seamless movement of money across the world, just like the best football players move on the pitch. Visa Masters of Movement brought this to life through an incredible fusion of football, art and technology that transformed moves on the pitch into digital artworks. At Fan Festival, everyone got the opportunity to be an artist as they stepped into the Visa Masters of Movement arena. Fans scanned a QR code to sign up, before selecting one of the 32 FIFA World Cup nations to represent and being fitted with a tracking device to capture their movement. For four minutes, the pitch was their canvas, with all movement tracked in real-time and displayed on the LED surface that made up our arena. The key moment of each game, either a goal or an incredible piece of skill, was transformed into digital art and minted as NFTs for each player, so they could share a personalised souvenir of their experience. Results 120,000 fans visited us in Doha With 24,000 players getting out on the pitch Creating 12,000 unique works of art And millions more reached online